What is an Advertising Agency?
An advertising agency is a service business dedicated to creating, planning, and handling advertising for its clients. An ad agency is independent of the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce Digital Media, television commercials and radio commercials as part of an advertising campaign.
Branding, Blogs and Beyond
Agencies have been helping their clients build their brand awareness since before it was ever called branding, and they were still called ad agencies. Today, though, agencies help their clients deliver an entire brand experience. Once-upon-a-time branding would have involved an expensive campaign of full-page ads to establish a memorable brand image.
Today, to build a total brand experience, agencies help clients define what that means for every department, from sales and support to customer service. And they help accomplish it with a multi-media approach that may include print, digital and outdoor ads; and, public relations events and announcements; scheduled social media posting and a regularly updated company blog. The agency will also make sure the brand message is evident in all company materials, from brochures to case studies to white papers.
Being Strategic Partners
The team working on your company brand and launching a campaign learns the intimate details of your business. Not the gossip, but the details that make your company and its products special and unique. They must do this to be effective. The result is a strategic partner, who can see gaps or a new direction in your marketing plan that you didn’t see. After all, marketing and advertising are what the agency does all day. As strategic partners, they can help you better identify the benefits of your product or help you target a better demographic that’s hungry for your product.
Marketing Analytics Specialist
Every agency today lives and dies by analytics. This means they need to know how to develop the front-end analysis of demographics to fully understand buyer trends and capture the largest possible market. They also can fully measure results with back-end analytics that include things such as, ad open rates, open-to-sale conversions and the cost-per-lead versus the cost-per-client. Many of these are for online advertising, in which most small businesses are finding the greatest advertising success.
Lead and Revenue Generator
You put money into marketing and advertising to generate quality leads that ideally become clients. Agencies know their clients want to see data on how well their efforts have succeeded in bringing in quality leads, and agencies readily collect and analyze that data. If many quality leads were generated, the agency will recommend doing more similar activity. If results were lacking, they’ll analyze why and come up with new tactics.
While ad agencies previously considered their job well done when significant leads were generated, agencies increasingly are working with clients on closing the sale more effectively and more often. They’re involved from analyzing closing methods to generating closer scripts that include the client’s brand message, product benefits, and proven sales methods.
Client Development Specialist
Being a client development specialist means that the agency has taken the time to understand who your client is and why they should work with you. This means that the agency really understands not just your business’ story, but also your client’s story. In fact, the agency might understand your clients better than you do, because they’ve really dug into the psychology behind why your clients want and need your product or service.
The agencies take all the efforts for selling the product of the clients. They have a group of experts in their fields, thus helping the companies or organizations to reach their target customer in an easy and simple way.
Role of Advertising Agencies
- Creating advertising based on information gathered about product
- Doing research on the company and the product and reactions of the customers.
- Planning for the type of media to be used, when and where to be used, and for how much time to be used.
- Taking the feedback from the clients as well as the customers and then deciding the further line of action
All companies can do this work by themselves. They can make ads, print or advertise them on televisions or other media places; they can manage the accounts also. Then why do they need advertising agencies?
The reasons behind hiring the advertising agencies by the companies are:
- The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc.
- The agencies make optimum use of these people, their experience and their knowledge.
- They work with an objective and are very professionals.
- Hiring them leads to saving the costs up to some extent.
There are basically 5 types of advertising agencies.
- Full-service Agencies
- Large size agencies.
- Deals with all stages of advertisement.
- Different expert people for different departments.
- Starts work from gathering data and analyzing and ends on payment of bills to the media people.
- Interactive Agencies
- Modernized modes of communication are used.
- Uses online advertisements, sending personal messages on mobile phones, etc.
- The ads produced are very interactive, having very new concepts, and very innovative.
- Creative Boutiques
- Very creative and innovative ads.
- No other function is performed other than creating actual ads.
- Small-sized agencies with their own copywriters, directors, and creative people.
- Media Buying Agencies
- Buys a place for advertising and sells it to the advertisers.
- Sells time in which advertisement will be placed.
- Schedules slots at different television channels and radio stations.
- Finally supervises or checks whether the ad has been telecasted at opted time and place or not.
- In-House Agencies
- As good as the full-service agencies.
- The big organization prefers these types of agencies which are inbuilt and work only for them.
- These agencies work as per the requirements of the organizations.
« Back to Glossary Index